La Caoba Design & Branding LIMITED EDITION MOMENTS by Oniria\TBWA Asuncion

Adsarchive » Design & Branding » La Caoba » LIMITED EDITION MOMENTS


Pin to Collection
Add a note
Industry Alcoholic drinks & Tobacco
Media Design & Branding
Market Paraguay
Agency Oniria\TBWA Asuncion
Executive Creative Director Daniel Achaval
Creative Director Jorge Tercarioli
Art Director Noelia Pérez
Designer Lucas We, Nathalie Pera, José Báez, Orlando Giménez
Account Supervisor Ana Guanes
Released May 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: LA CAOBA
Product/Service: BLACKSTONE
Designer: Lucas We (ONIRIA\TBWA)
Creative Director: Jorge Tercarioli (ONIRIA\TBWA)
Chief Creative Officer: Camilo Guanes (ONIRIA\TBWA)
Executive Creative Director: Daniel Achával (ONIRIA\TBWA)
Art Director: Noelia Pérez (ONIRIA\TBWA)
Designer: Nathalie Pera (ONIRIA\TBWA)
Designer: José Báez (ONIRIA\TBWA)
Designer: Orlando Giménez (ONIRIA\TBWA)
Account Supervisor: Ana Guanes (ONIRIA\TBWA)
Media placement: BOTTLE PACKS - Supermarket, Minimarkets and Convenience Stores - 10 May 2011, 10 July 2011

Describe the brief from the client
Blackstone is a new whiskey brand that wanted to make it into the youth market.

Describe the challenges and key objectives

Create a promotional action to reach the youth market. Compete against all the strong, traditional and international whisky brand.

Describe how you arrived at the final design
Firstly, we decided that the package for this whisky would no longer be elegant, restrained and boring.
Secondly, we developed 3 concepts based on youth insights on drinking situations, which we call ‘limited edition moments’:
1. BBQ with the guys
2. Dinner with her dad
3. Before the first date
Lastly, we designed 3 packaging based on those concepts.

Give some indication of how successful the outcome was in the market
The promotional packs made a huge impact: 50,000 units sold without any ads, and stock sold out in fewer than 60 days.